Strategy made visible—from audience and voice to identity, product, content and every place a brand needs to live.
Identity / Brand systems / Packaging / Digital
01.1 / Featured brand
Modusartistry in motion.
A luxury automotive-audio brand built as a complete ecosystem—uniting naming, strategy, identity, product architecture, packaging and digital experience.
Creative direction / Brand strategy / Identity / Packaging / Digital
Identity / The signal made visible
Building Modus
Luxury had to sound different.
The challenge
Enter a crowded automotive-audio category where technical specifications dominated—and establish a new name with the authority, distinction and desire of a true luxury brand.
The idea
Turn engineering into emotion. Modus positioned extraordinary sound as artistry in motion: a human, sensorial experience designed to be felt as deeply as it was heard.
The build
A complete brand ecosystem spanning naming, strategy, identity, voice, product architecture, packaging, digital experience, campaigns and an immersive launch.
The impact
A $3M+ brand-building effort from inception through launch, creating a premium platform built to scale across products and audiences—and introduced through a $300K immersive experience in Phoenix.
My role / Creative Director / Brand strategy / Naming / Identity / Voice and copy / Product architecture / Packaging / Digital experience / Campaign development / Launch experience
Visual system / One language across every touchpointColor architecturePackaging / Premium by constructionProduct architectureDigital experienceBrand world / Human first
01.2 / Consumer brand
freya.Crave the shave.
A women’s wellness brand built with confidence, humor and humanity—uniting identity, packaging, ecommerce, social and creator-led storytelling.
Co-founder / Creative direction / Brand strategy / Identity / Packaging / Digital / Social
Brand world / Confidence without cliché
Building Freya
The competition was shame.
The challenge
Freya wasn’t competing with another razor. It was competing with a category built on convincing women that their bodies were problems waiting to be fixed.
The idea
Build a brand that helped women recognize the value of their own bodies: unashamed, unapologetic and impossible to ignore. Freya gave women the confidence to decide for themselves.
The build
From brand and product naming to color stories, packaging, ecommerce, paid and organic social, influencers, casting, partnerships, podcasts, photography, video and creator-led content.
The impact
Worldwide coverage from Cosmopolitan, WIRED, Refinery29 and more. Placement on BestBuy.com and UrbanOutfitters.com. $500K in first-year sales.
My role / Co-founder and Creative Director / Brand strategy / Naming / Voice and copy / Product architecture / Packaging / Ecommerce / Social / Influencers and creators / Casting and talent management / Photography and video / Podcast advertising / PR
Brand book excerpts
Click either spread to read full size ↗
Brand voice / Unfiltered by designBrand promise / Crave the shave
Packaging / Designed to be wanted
Digital ecosystem
From shelf to screen.
The brand didn’t stop at the package. We carried Freya’s bold, unfiltered voice across the entire customer experience—from ecommerce and product education to paid social, organic content, creators and cultural partnerships.
01 Ecommerce
02 Social + creator
01.3 / Brand systems
BOSS Audiothe brand reset.
A legacy car-audio brand rebuilt for a broader, more adventurous generation.
Rebuilding BOSS
Recognition wasn’t relevance.
The challenge
BOSS had decades of awareness, but its audience and category had moved forward. The brand needed to evolve without abandoning the equity that made it recognizable.
The idea
Rebuild the brand around the people driving the category now: a broader, more adventurous audience that included women, creators and communities previously left outside the picture.
The build
Audience and persona strategy, identity, voice, brand standards, category color worlds, ecommerce, BOSS Insiders, paid and organic social, creators and industry partnerships.
The impact
BOSS Insiders grew more than 1,500% in three years, while the identity and brand book earned a 2023 Gold Davey Award.
My role / Creative Director / Brand strategy / Audience and persona development / Identity / Voice and copy / Brand standards / Ecommerce / Community / Paid and organic social / Creator strategy / Partnerships
